McDonald's (NYSE:MCD) delivered a strong fourth quarter for investors, reporting Monday that global same store sales rose 5%, with 5.7% growth in same store sales in the United States. That pushed the stock up, trading as high as $121 before settling around $119 at the close. The stock was the big star in a market that closed down for the day.

Mad Money's Jim Cramer said McDonald's CEO Steve Easterbrook should be credited for the fast-food giant's recent rise. "This is just the first quarter for this turnaround," Cramer said.

Since taking over the top spot, Easterbrook introduced a simple menu, which Cramer said cut down on mistakes and drove customers to restaurants. The company introduced all-day breakfast and has introduced more organic and natural ingredients. Also, McDonald's franchisees are becoming energized about the changes and increasing traffic.

The push also focused in two key concepts: Delivering value and convenience.

Easterbrook "worked his magic in Europe and is now working his magic here and the rest of the world," Cramer said.

And the CEO's moves are "not about influencing the stock, he's influencing the franchisees and the company," the Mad Money host said. "The stock will come later."

How does Easterbrook's hard work compare with other companies? Cramer cited a few examples of companies facing management challenges.

Twitter (NYSE:TWTR) announced four executives are leaving the company. CEO Jack Dorsey continues to oversee Square (NYSE:SQ). Not a good mix for the struggling social media platform. Meantime, Facebook (NASDAQ:FB) continues to grow and has no management turnover, Cramer pointed out.

American Express (NYSE:AXP) continues to get pummeled while MasterCard (NYSE:MA) and Visa (NYSE:V) are growing thanks to strong leadership.

Bottom line for Cramer - "one person can influence the direction of a company and ultimately the stock," citing McDonald's - and Easterbrook's - successes.

Emerging Markets to Deliver for Kimberly-Clark

Shares in consumer products behemoth Kimberly-Clark (NYSE:KMB) were slammed Monday after the company released fourth quarter results. While Kimberly-Clark reported growth across its segments and that organic sales increased 1%, EPS missed by a penny. Cramer said the stock was slammed "by the perception of bad numbers," but added that investors should take a closer look at the stock.

During his time on Mad Money, Kimberly-Clark Chairman and CEO Tom Falk said growing momentum in emerging markets present an opportunity for the company. He said the company saw in the last quarter organic sales increases of more than 35% in Eastern Europe, 25% in China and 10% in Brazil.

Cramer said he likes Kimberly-Clark for its cash generation and returning capital to shareholders, adding this "is a company you want to own if you believe we're headed for a slowdown."

No Cold Shoulder for Columbia

Columbia Sportswear (NASDAQ:COLM) reports its last quarter this week. Cramer told viewers not to expect much from the report, given that it covers a rough fall and early winter season for the retailer (along with sub-optimal holiday sales for the sector). He said Columbia was "stuck in a horrible selling season along with other retail cohorts."

But investors who look beyond those numbers may find something intriguing about the company.

Columbia has several brands, including Sorel boots. The company also has become less dependent on weather-focused sales while still maintaining its leadership in cold weather gear. Cramer said a year ago Columbia "crushed sales expectations" given its efforts to diversify its business. "COLM left other retailers in the dust."

And the retail giant uses non-traditional channels to sell its products. Columbia has a strong e-commerce business.

And the recent East Coast storm could give a boost to the company. Columbia "doesn't need big blizzards to do well - but it doesn't hurt," Cramer said.

The stock soared to $30 on its first day of trading last April. Since then, Etsy has crated to around $7.25 a share.

Cramer said of this broken business, "I don't see a path to profitability, and I don't think Etsy particularly cares about profitability." Decelerating revenue growth and skyrocketing expenses aren't helping the company. And a strong dollar presented a strong headwind for international operations.

Bulls thought Etsy could become a "baby Amazon (NASDAQ:AMZN)," an e-commerce disruptor. But "bulls should worry about Amazon competing against Etsy," said Cramer. That has happened - Amazon now offers hand-crafted products.

"When Amazon has you its cross hairs you need to be more careful," Cramer said.

The IPO timing last spring "was lucky," Cramer said, hitting just before IPO market's peak last summer. The company raised about $200 million from its IPO. Cramer said if the company went public today, it may only raise about half that amount.

The Mad Money host said he predicts "more pain" for the online retailer.

What's Next for Oil?

Oil fell in Monday trading, tumbling to around $29.80. Cramer said investors should look beyond the one-day action and review Friday's strong rebound for crude, which jumped more than 9% to $32.25 a barrel.

Are we seeing a bottom for oil?

The Mad Money host said the $25-$26 level may turn out to be a decent place for oil to settle, and could possibly be a floor. He cited comments from Schlumberger (NYSE:SLB) CEO Paal Kibsgaard, who said, "We still believe that the underlying balance of supply and demand continues to tighten, driven by both solid growth in demand and by weakening supply as the dramatic cuts in E&P investments are starting to take effect."

Cramer said Kibsgaard's comments "carry a tremendous amount of weight." Demand is still strong. And while 2016 will continue to be volatile for the commodity, and the low-price environment will be painful for smaller oil and gas companies, are some considering a slight rebound for oil this year?

Cramer said he's not suggesting investors go long oil stocks. "Absolutely not." But a lot of the damage may have been done to the sector.

Viewer Calls Taken by Cramer:

SunEdison (SUNE): Cramer said instead go with his pick in the sector - FirstSolar (NASDAQ:FSLR).

Whole Foods (NASDAQ:WFM): The stock saw a downgrade Monday. "The stock is very cheap but there are a ton of cheap stocks," Cramer said. He suggested taking a half position if the stock trades to $25-$26.

Time Warner (NYSE:TWX): Cramer said he would not recommend the stock "on a takeover basis." He said buy Time Warner due to its strong management, "fabulous earnings" and stock buybacks.

Morgan Stanley (NYSE:MS): Cramer said the market has "turned on the financials. That is shocking." The group "is in a world of hurt." Avoid.

Nordstrom (NYSE:JWN): "Nordstrom is very cheap." Cramer said he wouldn't fight someone on the long-term potential, "but on the short term questions remain."

Skechers (NYSE:SKX): Cramer said he would consider the stock "over the long term." He added that shares may have "a little more downside."